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Marketing Principles
IMC – Integrated Marketing
Communications
Oct 23rd, 2009
Chap 12 of book
IMC – What is it?
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
Commonly known as MarCom
It is the mix of different media used to
communicate the marketing message;
Personal selling, Advertising, Public
Relations, Sales Promotion,
Sponsorship Marketing & Point-Of
Purchase Communications
Good Examples?
Also, Service company who uses IMC???
Key Aspects of IMC/MarCom
1. Start with the customer or prospect – work
2.
3.
4.
5.
backwards – when deciding what IMC strat
to use
Use any form of relevant contact – if you
can afford
Achieve synergy (speak with one voice).
Same colours, same brand message
Build Relationships- frequency or loyalty
programmes
Affect Behaviour – consumer should be
moved to physically buy your product
Changes to MarCom you need to make
1. If you start to use integrated MarCom you
need to:
Reduce dependence on mass-media
advertising – there are better ways.
Increase reliance on highly targetted
advertising (database marketing)
Keep a firm eye on your IMC effort’s return
on investment. Is it financially worth it?
How to choose MarCom mix
o
Ask the following :
*Who is the intended market – b2b, older?
*What objectives must MarCom achieve,Profit/sales?
*What is the nature of the product – ind. Machine vs
toothpaste
*What is the Product Life Cycle stage?
*What are competitors doing? – Dunnes vs Tesco
*What is the available budget?
Managing the MarCom Process
o
As a marketing manager following steps apply:
* Select Target Margets
* Establish Objectives
* Formulate a Positioning Strategy
* Set a budget(Top Down, Bottom Up)
* Formulate and implement message and media
startegies – hire a marketing company
* Evaluate Programme Effectiveness
The MarCom Process
o
Advertising – ads value to your brand by altering
consumers perceptions –
what’s your budget, pg 429 book,
what’s your advertising message pg 430 book
what’s the media you will use – pg 433 book –
(reach/portion of target audience, frequency,
continuity/times, cost)
What is the effectiveness of each medium? Table pg 435
The MarCom Process
o
Sales Promotion – there has been a shift from
advertising to sales promotion…there’s less “spray
and pray” involved
o
Review Sales Promotion Pg. 438 of book
Facilitate the intro of new products
Obtain Trial Purchases from customers
Invigorate Sales of a mature brand
The MarCom Process
o
Public Relations – PR is the “hidden” MarCom Tool
o
Proactive PR; your aim is to have product
announcements done by a newspaper editor or TV
broadcaster. Sometimes in advertising “personalities”
are paid to do this, but Proactive PR achieves this for
almost free
o
Reactive PR is usually undertaken in response to
something (bad)
Sponsorship
o
Corporate Sponsorship – Event Marketing,
sponsor music festivals, horse racing etc
Cause Related Marketing: Donations to good causes
etc
o
See Book pg. 444
Point of Purchase Comms
o
Signs, Banners, Display units etc
Give examples in supermarkets at the moment
Good for simplifying the shopping exp for shopper
Good for retailer by increasing sales
Good for marketer by increasing brand awareness
o
See pg 445 book